On Wednesday, Amazon launched its accessories and footwear site Endless.com. With an assortment of over 250 brands and a free overnight delivery service, the site is taking on companies like Gap and Nordstrom. The range of brands on offer is very democratic, with most shoes retailing for less than $100. Consumers can choose from a range that includes Adidas, Kenneth Cole, Jessica Simpson, Geox, Hush Puppies, Birkenstock, Easy Spirit and Fila. For its second online store, Amazon has chosen a new look and name to suit the product line it sells.

This is not Amazon's first foray into online fashion sales. Last year it acquired Shopbop, a fashionable online store that caters to contemporary, brand-conscious consumers. It has also sold shoes, handbags and accessories from other retailers since 2002. "From our perspective, it's a big market, and the more people become comfortable shopping online, the better it is for all players," Tony Hsieh, chief executive officer of Zappos, a direct competitor of Endless.com told WWD. Online sales have reportedly gained 26 percent over the holiday season to $23.1 billion.

Amazon says it was inspired to create Endless.com due to positive feedback from its existing apparel customers. "They like to shop differently," says Steven Goldsmith, vice president of soft lines at Amazon and Endless.com.

To deal with issues inherent to the online sale of fashion and accessories, much attention has been given to service and navigation of the site. Customers within the US can expect free delivery and free return shipping, 24-hour-a-day telephone customer service and the possibility to return items for up to year as long as they have not been worn. Furthermore, online shopping has been made easier by improved navigation functions. Customers are able to search by price, style, brand, size and colour, and can do so simultaneously or separately. They can also peruse customer and editors' product reviews and examine shoes from seven different angles.

Amazon choice to launch the site now appears to be well timed. Currently, only about 5 percent of apparel sales take place online, according to the American JupiterResearch. The research company expects online apparel and accessories to grow, although it warned that the business would become increasingly competitive. The site does not yet ship to locations in Europe